Taxes need fixing. Taxfix is Europe’s leading mobile tax platform, taking away people’s fear of taxes and finances and makes complex tax systems accessible to everyone.

Kallan&Co worked on the company’s rebrand — from strategy and architecture to expression — in order to assert their ambitious leadership position for their existing and prospective customers and employees. The strategy is based on a central idea: ‘Fix finance for all’.

The brand expression is crafted to carefully bring this to life by balance expertise with the feeling of empowerment across all aspects. A brand that puts its’ customers centre-stage and instills confidence across every interaction point.

Starting from the Taxfix logo, refining the company’s iconic percentage symbol, we extended this into a range of financial motifs that become key signature assets of the brand. These symbols are also reframed as cropped devices that put customers front and centre. To showcase people actively and confidently taking control of their finances.

We defined a highly accessible colour palette that emphasises the Taxfix vivid green, accompanied by a number of energetic colours inspired by the Euro currency — lilac, gold, and blue — reflecting Taxfix’s European roots to work effectively across all digital channels. The typeface ‘ROM’ perfectly captures the technical precision and rigour of an expert with a human touch. The Art Direction aims to authentically capture people and experts from a wide range of ages and backgrounds.

We crafted an illustrative Taxfix world to exist in specific spots like the app or the blog. They aim to showcase people’s finances in a personal way — from more detailed scenes of people to simple iconography. The illustrations are built to balance expertise with warmth and personality, using a combination of depth and grain to drive a distinctive language.